SA Apparel Retail | Avior 'Fashionability' Indicator

In this version of the Avior ‘Fashionability' Indicator, we assess the current offer of apparel in the South African market for the Winter season of 2019. We benchmark the assessment against recent catwalk trends and assess the quality, relative pricing, appropriateness of mix for the target market, the breadth/width of offer and social media activity. We have introduced a scoring system, whereby each retailer is ranked according to these criteria.

We have noted improvements in WHL- Clothing and H&M product offer evidenced by lower discounting levels and more balanced ranges. Conversely, promotional activity at MRP remains elevated, while TRU product offer remains unchanged.

Our assessment reveals that retailers are overstocked, with large volumes of heavy weight winter products. The weaker retail environment together with a warmer start to winter creates a challenging environment for retailers. The annual winter sales have commenced, with the highest discounting evident at online retailers (60% to 70%) and the lowest discounting for athleisure (15% to 20%). Womenswear discounting levels are significantly higher than menswear and kidswear